[Advice] How is SEO not a racket?

Hey guys, just answered a question over on Quora

This question was asked:

"I've spent the last few years researching SEO companies and trying to learn how everything works. My company used a firm for a full year and here's what I've learned:

1. There's no standardized certification process to become a 'specialist'. From what I understand anyone can learn the tricks of the trade relatively quickly from a mentor after being hired.
2. Virtually every company uses the same strategy to get your ranking up: keyword research + link building. So basically, companies charge 100 - 150 (or what a lawyer charges on average) an hour to write copy with keywords on relative sites that link back yours.
3. The results of having our site 'optimized' were barely noticeable, or could easily attributed to other factors, and the cost for a year of the service was 20k+.

There are virtually zero independent sources that I can find that have investigated this industry, which is enormous.

Can anyone tell me what is so specialized about the field that they are able to charge $150 an hour?"

Lots of great answers here! Here are some things to keep in mind as well.

Remember that the purpose of paying for any marketing strategy is to get a return on your investment. So don't focus on what you are paying, focus on the results you are looking for.

No marketing method has guarantees on results. You hire those who are experts in the field and you have to see what results come from it. In fact, when an SEO company gives you a guarantee on ranking, run!

As stated here before, a good SEO company should be playing by the rules and educating you on the process.

But here is a very important factor, SEO is not a guarantee for more sales. The purpose is to increase visibility on the search engines and increase traffic to your site. That is only 1 part of the equation.

You MUST also have a site that converts visitors into sales!

If your site is not converting, it won't matter how much traffic you send to it. The average business mistakenly uses their site as a digital business card. They load it with info about the company and how awesome they think they are.

Your customers don't give a crap about you, they care about themselves and what you can do for them. Your site needs to be designed for them, not you. Using proven marketing methods, not designed to build the owners ego.

I don't know if that is the case here or not. But there are a lot of factors that go into the process of SEO.

I hope that helps you out,

- JR

P.S. If you would like, I can take a look at your site and help you identify any clear problems that may be there with your conversion or SEO. You can email me here.

JRGriggs.com || RedWallMarketing.com